Author Archives: DivaFish Business Coaching

How to Use Features vs. Benefits in Your Business Marketing

 

What kind of language do you use to talk about your business? Do you know what is the difference between features and benefits in your communication?

What are features?

Many business owners try to promote their business by talking about features. Features describe the function of what a product or service does. For example, if you were selling a car, a feature approach is that it has 222 horsepower, all wheel drive, power steering and side impact beams. The thing about features is that they don’t connect the dots between what you do and what it does for your customer. And most potential customers don’t make the connection on their own.

What are benefits?

Benefits, on the other hand, speak about what is in it for the customer. Going back to the car analogy, it would be talking about feeling because your children are protected by the safety features or being confident driving in bad weather because of the differential steering.

Test your own marketing materials

I find myself falling into the pattern of talking about features or the “here is what I do” so I make a point of taking a step back and analyze the way I describe my business. Here is a quick exercise that will show you in a visual way whether you used feature based communication or benefits based communication.

Take a look at your website, brochures, business card and other marketing material either as you create them or when they are done. In fact, I encourage you to take one copy of each communication piece and 2 colored pens. Circle with one color all the times that you use features to talk about your business and then use the other color for when you use benefits language in your marketing communications.

Writing for business marketing using Benefits vs. features
Marketing exercise using DivaFish Communication brochure
Studies have shown that people tend to make decisions based on emotion (the connection with what’s in it for them – or benefits) and then justify their decisions with facts (the features).

 

I’d love to hear what you discover as you work on and review how you talk about your business in networking and marketing communications.

 

By: Anne Whitmore

Want to be a better public speaker?

Would you like to give business presentations with more confidence? Or just work up the nerve to talk about your business with other people? This course is designed just for you!

Over 8 weeks, you will give 6 prepared presentations, impromptu talks and work on your 60 second introduction. You will get immediate feedback from your co-speakers in training as well as 2 facilitators.

John Nieuwenburg and I want you to be successful in giving business presentations. Find out more info here: http://divafish.com/workshops/

The course starts Friday, September 27th in Vancouver.

By: Anne Whitmore


What does “Wishing you the best for 2013” mean from your life coach?

Thoughts from your life coach for the new year As I signed my holiday greeting cards, I usually sign off with “Wishing you all the best for 2013!” It sparked my thoughts about what I really meant by that phrase “all the best”. What am I hoping for my friends and family?

In many ways, as a life coach, they are the same hopes and wishes that I hold for myself and my clients, reflecting the elements in life that I value. Here is the fuller version of what that means to me:

I wish for you a life of fulfillment, living aligned moment by moment with your values.

I wish for you a created life of conscious choices picked from a wide field of options.

I wish for you a community to surround you with love, support and accountability.

I wish for you challenges to grow, stretch and transform you into the person you are becoming.

I wish for you connection to your deepest feelings and moments – the highs and lows and everything in between.

I wish for you a year beyond what you could imagine.

Peace and Joy,
anne

 

By: Anne Whitmore


Enter our First Twitter Contest!

Enter our first Twitter and FB contest to win a box of Lindt chocolates signed by Olympic gold medalist ice dancers Tessa Virtue and Scott Moir and two time World Champion Kurt Browning.

 

How to enter:

1. Follow @divafish on twitter.

2. Retweet “To connect with others you must first know yourself” via @divafish #Networking”

3. Each twitter follower of @divafish can submit one (1) entry per day.

4. Like our FB page for one (1) additional entry.

5. Draw will be made Friday, August 17th, 2012 at 12:00 pm PST.

6. Winner will be announced on twitter @divafish and on our Facebook page.


Difference Between Life and Business Coaching

As a certified Life Coach for Entrepreneurs, I am often asked, “What is the difference between a life coach and business coach?” There is some confusion within my profession about this so it is no wonder other people aren’t really sure. Here is how I describe the differences.

At a very basic level, a life coach is working with an individual on their whole life. A business coach is working with an individual, group or organization on the business. Some of the coaching skill sets like listening, intuition, accountability, challenging and active listening might be the same. I see a major difference in tools. Business coaches will often be more focused on strategic planning, expenses, work flow, operations management, financials and performance.

A great way to understand this is to ask, “Who will be the client? Is it the individual or the business?” Often, in a business coaching relationship, it is a B2B relationship between the business and the coach – and the coach may be brought in to work with a business leader, manager, team or multiple parties. There will be an agreement around the level of transparency and confidentiality of the work and with who and what will be shared.

Life coaches are present for whatever aspect of life the client wishes to work on. The client is the individual (a B2C relationship). I always tell my clients that there are no taboo or off limit topics for me. It is up to them where they would like to spend their coaching time focused on. As many of my clients are business owners, often current challenges or situations in their work environments come up. Rather than problem solving and planning our way out of it, our coaching work looks at what values are being crossed, what do they want from the situation, where do they see themselves on the other side of this challenge and who they have to be in order to get there.